Why Brand Marketers thing Everything Is Content — Michelle Robbins // Aimclear

Quotes

• “I have been in search and digital marketing for over 20 years now, first starting at a small agency in Orange County, California. From there, I took on web development and programming and discovered that as much as I love the search and digital marketing, I also love technology.” -Michelle

• “Most recently, Ive been focusing more on data science because that was one area that was not cored to what I have been doing for twenty years. Basically, we bring together what we can learn from data and informed insights analysis combined with martech to produce outstanding programs for our clients.” -Michelle

• “Brand marketers understand is everything that you put out there. Any signal you bring to the world about a brand is content about that brand. This includes everything from TV commercials, product placementin movies, TV shows, sponsoring sports teams or large events and then also podcasts or any digital advertising.” -Michelle

• “Anything that is consumer-facing is content from a brand marketers perspective. Any asset whether it is a speaker, advertisement, webpage copy is content. It can influence how the end decision-maker or your prospects or customers, feel and think about your company.” -Ben

• “What Im hearing is that Google is taking all of the signals that they get and all of the data that they arecollecting from multiple different sources, not just from your search listings but from what the performance of your website is, what the external linking, what everybody else is saying about you to evaluate how to position your company.” -Ben

• “I say that because I see a lot of the discussions that still happen among SEOs when they start talking on a Google update, they still tend to be a bit more focused on ranking and figuring out trying to understand everything that might go into ranking and following a lot of anecdotal survey result and information that gets pushed out by the community that is more anecdotal than informative, instead of focusing on brand marketing fundamentals.” -Michelle

• “To give an analogy, youll never find a room full of brand marketers trying to figure out what does Nielsen thinks about our show. What they are focused on is what does Nielsens audience thinks about our show and they understand that Nielsen is just an interpreter of that.” -Michelle

• “It goes down to brand marketing fundamentals. Brand marketers dont market on one channel they market in multiple channels. SEO tends to focus exclusively on search engines which sound obvious, theyre search engine optimizers. But search engines can absorb information beyond just that channel.” -Michelle

• “The SEOs need to be thinking about all those other channels available to them and how all of those channels together and what theyre doing in all of these channels and ask if whats happening on allthese channels consistently.” -Michelle

• “If you have strong, intelligent brand marketers youre not putting out five different versions of what a brands identity is. You got one brand identity and youre making sure that identity is consistent to cross all of the channels that you are in tailored to the audiences within those channels but still consistent.” -Michelle

• “I think that SEOs working together with other people throughout the organization, its going to help benefit a cohesive understanding of what a brand identity really is.” -Michelle

• “We kid ourselves if we think that Google doesnt understand the behavior of the people and geo-locations because they do and because give it to them. How much of that is getting into their algorithms? We dont know. But is it getting in there? For sure.” -Michelle

• “The takeaway here is, as SEOs, optimizing your search campaigns is no longer just about keyword optimization and technical site optimization in a vacuum. You really need to be able to understand the greater landscape of your business and thats one of the reasons there are lots of things SEOs can learn from brand marketers.” -Ben